Welcome to The Truth about Your Lead Generation

Rod SloaneO2 TCR

#TTAYLG

June 19th 2012

About Rod• Worked for IBM, CA, BAT, BT & BCPD

• Roles Sales, Marketing, Business Development

• Author 2 books, Sales and Marketing Alignment Podcast

• Married, live in Ealing, play tennis and support Blackpool FC

• Core Process "Showing Up"

Your Turn

• Name

• Job Title

• Company

• Responsibilities

What is Lead Generation?

"Lead generation is a marketing term used  to describe the generation of consumer interest or inquiry into products or services of a business.

 Businesses strive to generate 'quality' leads.

Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase."

The Quiz!!The Quiz!!

How do Sales People define a Qualified Lead?

1. Buyer in target market willing to meet

2. Budget, Authority, Need & Timeframe

3. Authority, Need backed by trigger event

4. Contract and pen in hand, press hard

6%

53%

73% of Major Purchases

NOT

budgeted at start of year

Demand Gen Report

Your new responsibility, should you choose to accept it is...

"To meet the short and long term revenue

targets of your company within the context of the

corporate strategy.”

About today• Not tactical i.e. NOT 121 Lead Generation

Ideas

• Strategic

• What is your current Lead Gen doing for you?

• What's it costing you?

• How you can fix it.

Why spend time talking about

Lead Generation?

CEO Speak on Lead Generation

"We need more better clients!"

"We need to learn to earn new business better than we do today!"

What would your CEO say?

"We need to...."

According to the SLMA....

In the average company,  what percentage of marketing generated raw leads ever make it to a closed won deal?

3%15% in best of

class

Statistics for Qualified Leads

10% will close within first three months

Another 16% will close within six months

Another 19% will close within one year

45% of all Qualified Leads buy within a year

How effective is your company at staying on top of qualified leads?

The big question for Marketing is....

What's the one thing that Marketing can do

better than Sales?

Marketing

SalesSales

MarketingSucks

SalesIgnoreLeads

Whatever you do don't give unfiltered,

unqualified raw leads to your

Sales Team

Please discuss in pairs, at a strategic level

• What Sales wants from Marketing

• What Marketing wants from Sales

• What the business wants from both of them

What Percentage of your Closed Deals

Started off in Marketing?

What is the top challenge facing

your marketing strategy?

Your Sales Cycle• Do you understand it?

• Can you explain it?

• Is it still relevant?

• Does it matter?

Your Client's Buying Cycle

• Do you understand it?

• Can you explain it?

• What % of your competition can?

• Is it documented? Is it unique?

You need to become a student then an expert about your clients and

their challenges.

Buying is changing, as a result so are

Marketing and Sales.

"It's not about blame, we are all

Accountable!"

"Be an intelligent team, learn when to

do take the appropriate action at

the appropriate time."

Top 20% had 31.6% average growth

Middle 50% had an 18.2% average growth

Bottom 30% a 6.7% average decrease

Average growth in Annual Company Revenue

Sales and Marketing 1.9 meetings per week, 69% more than other firms

Relationship between Sales and Marketing is strong by 79% average is 61%

What do the top 20% do that's different?

Top 20% had 40%

Middle 50% was 22%

Bottom 30% was 13%

Percentage of the Sales Forecasted

Pipeline Generated by Marketing

hold Marketing responsible for quality and value of leads...

hold Sales responsible for quality feedback and results

Who is responsible for what...

What your company needs to do. Focus

on1.Clients

2.Revenue

3.Culture

4.Language

5.People

An Action PlanPlan

Customer Survey

Lead Definition Workshop

Build Customer Buying Cycle

Regular Sales and Marketing Alignment meetings based on the Plan, CRM & clients

Required Actions - Level 1

Establish a formal planning process between Sales and Marketing (Lead Definition, Scoring and Go-to-market messaging)

Define roles and responsibility for Lead Management Activity

Plan to adopt marketing technology

Required Actions - Level 2

Identify an individual or group responsible for improving marketing performance -- a marketing operations position

Marketing should involve sales in obtaining "voice of the customer" input

Share results with key stakeholders and decision makers

Required Actions - Level 3Accelerate adoption of lead management

& MA

Invest in campaign management capabilities - CBA for individual marketing campaigns

Sales better understands the goals and action of marketing to better understand the buyers per-sales journey

Universal Lead Definition Workshop1.Refine ULD as sales ready

2.Qualify leads based as ULD

3. Nuture early stage leads until sales ready

4.Define handoff process

5. Work on closing the loop

What I can work with you on

Universal Lead Definition Workshop

Buying Cycle Workshop

Sales & Marketing Alignment Plan

The Sales Lead Institute

Starting Autumn 2012

6 month programme for you to decide which of the latest SalesLead strategies you need to adopt in your business

Small non competitive groups

Thank You for Listening

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